Everyone is a consumer.

‍t the end of the day everyone is a consumer.  

1. Simple messaging leads to efficient transactions.  
2. Simple products (e.g fantastic UX) leads to stronger engagement.  
3. Strong engagement leads to more revenue, more referrals, and more retention.  

The End.  

Ok, a bit more.   From casual coffee talk to sophisticated B2B, B2C messaging, there’s one thing I’ve learned that seems to always work. Keep it simple.

If I throw you one ball, it’s going to be a lot easier for you to catch that than if I throw you three or even two balls. Simple messaging that gets to the point is far more effective than clever messaging that takes time to digest.  

A couple resources really drive this home:  

1. Nir Eyal on Consumer Psychology
2. Simon Sinek, on the Golden Circle  

So, if our job as marketers, product leads and growth leads is to ultimately drive acquisition, engagement and revenue, we need to remember that our customers only have one of two decisions to make - Yes or No.

A yes doesn’t always mean a successful transaction, but it does ensure a continuity in conversation. You can do something with Yes, but, but you can’t do much with No.  

Everyone is a consumer. There is always a person behind the transaction. (And if you’re dealing with machines behind the transaction, then build a simple predictable API.)

The only thing that matters between casual, b2b or b2c is understanding pain points and motivation. Every good sales person will tell you the same thing - keep it simple, keep it focused on their needs, and I need this yesterday.   I hope you’ve come to the conclusion that everything I said is completely obvious. I could have written this same post at 10x the length, but you would have said No to reading anything past line 1.  

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